The importance of great visual content for brand storytelling
In a fast-moving business world of internet and social media, shrinking attention spans and information overload, we have all come to realise the importance of communicating with our customers using great content. The days of traditional one-way marketing are gone, and the focus is now on two-way conversations. Successful marketing is about listening, responding and sharing, as much as it is about talking and persuading.
Producing good content to tell a story is clearly key to a brand’s marketing strategy but how do we ensure this content is timely, high-quality, interactive and shareable?
The ‘eyes’ have it..
The old saying ‘ a picture speaks a thousand words’ has never been more true. 90% of information transmitted to the brain is visual, and the brain processes visuals an astonishing 60,000 times faster than text alone. (http://visualteachingalliance.com) Marketer Jeff Bullas cites research showing that content including relevant images gets 94% more total views than content without. Photo sharing app Instagram is now the fastest growing social network and easily dominates the social landscape in terms of audience engagement. Visual content can effectively express and generate emotion too. If you want to communicate a real sense of your brand identity and get attention amongst all the marketing noise, then using pictures is a no-brainer. Just post an image – it couldn’t be simpler could it?
Well, yes, and no.
While there’s no doubting the power of the visual in brand marketing, it still has to be the RIGHT visual to work. And It’s easy to get it wrong. The pressure of producing regular photographic content can lead to problems.
If you want to avoid visual content marketing pitfalls., ask yourself:
Is it relevant? Don’t be tempted to post any old picture just for the sake of it – make sure your image is purposefully created and on brand message.
Have you used it before?. Don’t overuse an image in your marketing because you don’t have enough visual assets – your audience will quickly tire of it and start ignoring your content.
Is it trite or cheesy? Don’t cut corners and costs by using too many free stock images. Obviously they are fine to use from time to time but bear in mind that they are often generic, have been widely used and seen before and will not effectively express your brand identity.
Is it actually a good photo? The temptation to produce a high volume of photographic content means people often take their own pictures without spending enough time on quality control or using the right equipment. This can obviously be a critical issue for design-based consumer businesses.
In short, taking the trouble to produce unique, purposefully created, functional and aesthetically great visual content can pay dividends for brand marketing. A visual story is the most effective marketing narrative. Say it with pictures and keep your audience engaged. We can help, so if you’d like a more in-depth chat about producing impressive, targeted visual editorial content, come and grab a coffee with us soon!